YouTube video tüketim motivasyonlarını ölçmek: Güncellenmiş bir kullanımlar ve doyumlar ölçeği ve geçmiş izlenme sayılarının kullanıcıların izleme kararları üzerindeki etkisi

Yayınlanmış 25.06.2025
Anahtar Kelimeler
- Digital Media Consumption, Uses and Gratifications Theory, Social Interaction and Media
- Dijital Medya Tüketimi, Kullanımlar ve Doyumlar Teorisi, Sosyal Etkileşim ve Medya
Nasıl Atıf Yapılır
Telif Hakkı (c) 2025 Emine Çiğdem Canatan- Ayşegül Toker - Ali Çoşkun

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.
Nasıl Atıf Yapılır
Öz
Bu çalışma, Türkçe konuşan kullanıcıların YouTube kullanım motivasyonlarını araştırmaktadır. Kullanımlar ve Doyumlar Teorisi temel alınarak, odak grup bulguları ve kapsamlı bir literatür taramasından yola çıkarak bir ölçek geliştirilmiştir. 105 katılımcı ile gerçekleştirilen anket çalışmasında dört ana motivasyon belirlenmiştir: (1) Kolay Erişilebilir Eğlence, (2) Kolay Erişilebilir Bilgi Arayışı, (3) İçerik Üzerinde Kontrol ve Sosyal Etkileşim ve (4) Kaçış, Yalnızlık ve Televarlık. Eğlence en güçlü motivasyon olarak öne çıkarken, sosyal ve duygusal faktörlerin etkisi daha düşük bulunmuş, video izlenme sayılarının izleme tercihleri üzerinde sınırlı bir etkisi olduğu tespit edilmiştir. Bu çalışma, yerleşik motivasyonların Türkçe konuşan kullanıcılar için de geçerli olduğunu doğrulamakta ve daha derin bir analizle, İçerik ve Sosyal Etkileşim Üzerinde Kontrol'ü bir boyut olarak tanımlayarak, bu demografide kullanıcıların platform kullanımı üzerindeki yetkinliğinin motivasyondaki önemini vurgulamaktadır. Ayrıca, Kaçış boyutu içinde televarlık unsurunu yeni bir alt boyut olarak ortaya konmaktadır. Bu bulgular, YouTube içerik kontrolü ve sürükleyici deneyimlerin bu demografi için önemli olduğunu göstermektedir ve YouTube içerik tüketimine yönlendiren faktörlere dair daha derin ve incelikli bir anlayış sunmaktadır.
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